Our client, one of the largest financial institutions in Spain, did not have in its portfolio any deferred debit card and wanted to test its level of acceptance among its customers and the impact it could have on the volume of transactions. It was decided to migrate a group of normal debit cards to the new card, with the intention that the higher rates of exchange of the new card and an increase in use outweigh the increase in complexity of its technical operation. One of the premium segments of the company was selected to carry out the migration.

We analyzed the whole segment of customers selected (230,000 individuals) and divided it into clusters that showed distinct behaviors (both debit and credit) in order to identify customers who would eventually be the target of the migration action and to design different offers for different clusters. We designed the profitability model of the new cards, we defined key operational aspects of the action, likee credit limits to be assigned to each client, and built tools to measure performance of the migration process. We also designed and launched a pilot test on 3 sample cells to test different aspects related with functioning and communication.

The migration was a success, reaching very high activation rates for all the selected clusters, and achieving significant increases in terms of volume of transactions and profitability over the 3 months following the launch in the clusters that were priority objectives